From the Olympic games, to the peaks of the Swiss Alps, to Tokyo’s most influential sneaker show, exploring the edge of design is the lifeblood of Swiss running brand On. With its first true sneaker, the Cloud Hi Edge, On is breaking the mold and exploring new territory.
October 5, 2019 — ZURICH, SWITZERLAND – Today, Swiss performance footwear and apparel brand On debuts its all-new Cloud Hi Edge at atmosCon, Tokyo’s foremost sneaker symposium. A deep history spanning typography, product and industrial design means Swiss design is up there with the very best and the Cloud Hi Edge is On’s latest proof. Carrying the same core technical functionality and minimal design that On is most known for, the Cloud Hi Edge is engineered to speak to the sneaker enthusiast who craves performance just as much as style.
Fused with materials and color combinations that push the expectations of shoes designed to perform, the Cloud Hi Edge is an experiment in blending athletic performance and technical materials with street-ready style. The Cloud Hi Edge has all the technical qualities that are core to On’s award winning shoes including the patented CloudTec® outsole technology and Helion™ superfoam, made for the everyday.
“Though of course we dreamt it would, my two Co-Founders and I could never have imagined the success On has already achieved in performance run. As the fastest growing running brand worldwide 4 years in a row, our 7 million+ fans have always inspired us to push innovation to the edge and explore outside our comfort zone from winning podiums at the Olympics to summiting the Swiss Alps in our own designs,” said On Co-Founder David Allemann.
“Over the last few years, we noticed our fans had adopted On not just for their runs or on mountain trails, but in their day to day lives. The most popular On model, the Cloud, has been chosen by runners and non-runners alike as their go-to shoe for all day – both for the unique feel, and the distinctive design. Despite our foundation in performance run, On fans have made the Cloud their everyday sneaker. Now we’re taking our iconic shoe to the next level with our first true sneaker, the Cloud Hi Edge: rooted in performance, inspired by running, made for exploration. All day, every day.”
This Saturday, On’s debut sneaker will be dropping at atmos’, Japan’s leading streetwear and sneaker boutique, annual sneaker show, atmosCon in Tokyo.
“Our growth in Japan in the last couple years has been incredible. We’re gaining new fans and retail doors faster than any other running brand out there,” said On Co-Founder David Allemann, “After a successful year-long relationship with atmos, we couldn’t be more honored by their invitation to participate in their sneaker symposium and can’t wait to show our exploration into streetwear.”
An ultra-limited release of the Cloud Hi Edge in four colorways will be made available for pre-order, first at atmosCon in Japan and in select doors worldwide (see US doors below) and online for distribution on Oct 17th. Cloud Hi Edge retails at £140.
Purchase link: on-running.com/edge
Hi-res images for download here.